International DIY retailer scales multilingual product content creation by 6x
The Challenge
A leading international DIY retailer faced a massive content bottleneck. With over 25,000 new products added to their catalog every year, their content team struggled to keep pace. Each product needed compelling, accurate descriptions -- not just in one language, but across multiple markets with distinct linguistic and cultural requirements.
The existing workflow averaged 30 minutes per product description, requiring manual research, writing, and quality checks. Maintaining a consistent brand voice across different content authors and languages proved nearly impossible. Technical accuracy for DIY products -- where specifications, safety information, and usage instructions matter -- added another layer of complexity.
- 25,000+ new products added annually across international markets
- Multiple languages required with culturally appropriate messaging
- Consistent brand voice needed across all content authors
- Technical accuracy essential for DIY product specifications
Our Solution
TextBrew's platform was configured to address every dimension of the retailer's content challenge. The implementation focused on three core capabilities:
Multilingual bulk creation enabled the team to generate product descriptions across all target languages in a single workflow. Rather than writing in one language and translating afterwards, TextBrew creates native-quality content for each market directly from product data.
Custom voice profiles per language ensured that each market received content that matched its brand guidelines. The German market, for example, required a more technical tone, while the French catalog leaned toward lifestyle-oriented messaging. TextBrew's profiles captured these nuances and applied them consistently.
Automated attribute mapping pulled structured product data -- dimensions, materials, certifications, and usage instructions -- directly into descriptions, eliminating manual data lookup and reducing errors in technical specifications.
Results Achieved
Content creation time dropped from 30 minutes to just 5 minutes per product, an 83% reduction. The team now produces descriptions at 6x their previous rate without adding headcount. Brand voice consistency improved measurably across all 12 supported languages, and technical accuracy -- validated by product managers -- remained at the same high standard as manually written content.
Key Takeaways
Multilingual content creation at scale does not require proportionally larger teams -- the right tooling changes the equation entirely.
Language-specific voice profiles preserve brand identity while respecting cultural differences across markets.
Automated attribute mapping eliminates manual data lookup, reducing both time and error rates for technical product content.